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    Are you getting ready to launch your mobile app? Is the app laughing and meeting your expectations? Can’t wait for the first installations to start flowing in?”

    That’s great! But have you already prepared the titles, subtitles and descriptions of your apps for the Google Play and App Stores? If not, or if you want to make sure your texts are written in a way that guarantees you high visibility in the stores – read on! Below you’ll find useful tips to help you get the most out of your mobile app’s introductory texts!


    App stores, such as Google Play and the App Store, are filled with hundreds of thousands of competing apps, making the competition for the attention of potential users fiercer by the day. The title and description of the app are key tools for grabbing users’ attention and encouraging them to further interact with the app. Therefore, the role they play in the marketing success of any app cannot be underestimated. After all, they are the first contact with potential users and a key element in building impressions and interest.

    It is worth remembering that the title and description are not only attention-getting tools, but also key elements of ASO optimization (App Store Optimization). Well-optimized titles and descriptions can significantly improve an app’s position in app store search results, resulting in greater visibility and thus – more downloads and events within the mobile app.

    Do you feel that the texts you have prepared need “tweaking”, or just don’t know where to start and how to prepare them? In that case, read on – below you will find useful tips and specifications for texts in the Google Play and App Stores.

    Effective title and subtitle of an app – Google Play store

    In the Google Play store, next to the icon, the title and subtitle of an app are the first things potential users notice when they browse the app page, or simply scroll through search results or recommended apps. That’s why it’s worth paying special attention to creating these elements, as they are the key calling card and opportunity to grab users’ attention. 

    For the title, the maximum number of characters is 30. Despite the very small limit, we need to fit in as much information as possible, which will simultaneously attract attention and clearly present the essence of the application. Each word should be well thought out, and space is limited, which makes creativity crucial. When choosing words for the title, it is also worth remembering not only the brand phrase, but also to include keywords that can help position the app in search results. 

    The subtitle in the Google Play store is more extensive, but still limited to 80 characters. This means that here we have more space to present additional information about the app, such as its unique features, its benefits to users, or its purpose. Using as much of the available character limit as possible is key, as a subtitle can enrich the user’s experience and help them understand why an app is worth installing. Additionally, using as many characters as possible has a positive impact on the ASO score.

    Effective app description – Google Play

    The app description in the Google Play store is where developers have much more space to present their product. This is where they can describe in more depth what makes their app unique, what benefits it brings to users, and what features it offers. However, while the description can contain many more characters than the title and subtitle, there is still a limit – a maximum of 4,000 characters. It is worth making the most of this limit.

    One of the most important aspects of creating an effective description is the use of keywords. Keywords are phrases that potential users type in the search window of the Google Play store to find apps related to their interests. Including the right keywords in an app’s description can significantly affect its positioning in search results. To choose the right keyword phrases for app positioning, we can use, for example: the Apptweak tool. 

    In addition to including keywords, it is worthwhile to focus in the description on providing relevant information about the application and its features. Why is it worth downloading? What problems does it solve? What benefits does it bring to users? What are its unique features? Clarity and clarity are key here.

    In the description of an application in the Google Play store, we can also use emoji, which add variety to the nature of the text and illustrate the elements that are important to us. It is also advisable to use bulleted lists, presenting the features of the application, as they catch attention better than simply long paragraphs full of text.

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    Effective title and sub-title-of-app-store

    Let’s now focus on the App Store, where we find apps for iOS devices. The title and subtitle of an app in the store provide a business card and an opportunity to attract the attention of potential users. 

    For the title of an app in the App Store, we have a limit of 30 characters – the same as for Google Play. So we can use the same name in both cases, but it is not absolutely necessary. It’s worth including the brand phrase in the title and, if we have enough space, creatively weave in key phrases that suggest the functionality of the app. The subtitle in the App Store is equally important, although limited to 30 characters (rather than 80 as in the case of Google Play). This, in turn, means that we again have limited space to present additional information about the app to help users understand its value. Using as much of the available character limit as possible is key, as a subtitle can enrich the user’s experience and help them understand why an app is worth installing. Both the title and subtitle should be catchy and creative. 

    Effective app description – App Store

    The description of an app in the App Store is a key element in convincing potential users to download it. Developers can use it to describe their app in more detail, outlining its unique features, benefits and functions. The maximum number of characters for the description is 4,000, which gives developers a relatively large space to convey relevant information. It is worth striving to use as much of this available limit as possible. The more detailed, thoughtful and attractive the description, the greater the chance of attracting the attention of potential users. It is worth describing why the application is unique, what problems it solves, what benefits it brings to users, as well as presenting its key features.

    It is worth noting that unlike Google Play, in the App Store keywords are uploaded separately as a list, and are not tied to the content of the description. The list of keywords should contain a maximum of 100 characters, so we need to focus on the absolute most important phrases for us. App Store positioning is based on these keywords and other factors, such as the number of downloads, ratings and reviews. Therefore, developers don’t have to worry as much about putting keywords in the description. Focusing on conveying value and relevant information in the description is key.

    Effective promotional text – App Store

    In addition to the title, subtitle, keywords and app description, the App Store offers another important tool – promotional text. This short message, limited to 170 characters, is a valuable addition that allows you to inform store visitors about news and updates related to your app, without having to make extensive changes to the entire description. This means that you can quickly and efficiently inform potential users about major changes, new features or other important updates.

    Promotional text has the added benefit of appearing above your description in the App Store, making it immediately visible to those using devices running iOS 11 or later and Mac OS 10.13 or later. This is an ideal opportunity to communicate key information about your app and encourage potential users to download or upgrade your app.

    Therefore, you should take care of the content of this short message and use its potential to promote your app and build user awareness of new features and capabilities. This tool allows you to communicate effectively and can significantly influence interest in your app among App Store customers.

    Take care of texts!

    Use our tips for effective titles, subheadings and descriptions in the Google Play and App Stores. These will ensure that your app is properly highlighted and its potential is fully realized. Plan each of the elements cited above carefully, make sure your message is clear, use keywords and be creative! It’s an investment of time that is sure to pay off in the form of more users and events on the application.

    Remember that the success of an app cannot be built on its quality alone. Well-written titles, subheadings and descriptions are the key to getting potential users to learn more about your app, get curious about it and decide to download it. Besides, they are an essential element of ASO that should not be overlooked when releasing an app. Therefore, take the time to optimize them and gain a competitive advantage.

    Now that you have the tools to realize the full potential of your app, there is nothing left to do but to proceed. With properly crafted titles, subtitles and descriptions, your app can achieve the success it deserves. We wish you the best of luck in promoting your app and encourage you to contact our digital agency if you need support in acquiring users!

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    Martyna Malepszy
    Martyna Malepszy

    She has been with Up&more since April 2021. On a day-to-day basis, she is primarily engaged in running and optimizing campaigns that encourage the installation of mobile applications, but not only.